Table of Contents
Rachel Clinesmith, the visionary founder of Phoenix Rising, has a story that is both inspiring and deeply personal. With a focus on inclusivity, ethical practices, and community empowerment, she has redefined what it means to run a beauty brand. From navigating personal and professional hurdles to making hard choices that reflect her values, Rachel’s approach to business is refreshingly authentic.
Juggling a thriving business, family life, and personal challenges is no easy feat. When asked how she manages it all, Rachel’s answer was simple: community.
“Help, that’s the secret,” she laughs. Growing up in New Orleans, she was surrounded by a strong sense of community, and she has carried that ethos into her life today. Her household includes not only her current husband and children but also her mother, sister, ex-husband, and even a close friend, all living under one roof.
“We all pitch in. I don’t see how anyone could do it by themselves, and a lot of women have to,” Rachel acknowledges. It’s this communal support system that allows her to thrive and focus on her mission.
Commitment to LGBTQ+ Advocacy
Rachel’s passion for LGBTQ+ rights comes from a personal place. As a proud LGBTQ+ business owner who identifies as pansexual—and now leaning towards understanding herself as a lesbian—Rachel’s journey has been shaped by her experiences of growing up in a homophobic environment.
“I grew up in Kansas, in the town where Westboro Baptist Church is,” she recalls. “I saw the real-world implications of hate. When Trump was elected, it got worse; people I knew were being attacked in the streets.” This exposure to intolerance has driven her to incorporate her ethics into every aspect of Phoenix Rising.
This commitment was tested when Alice Cooper, a rock icon known for gender-bending performances, made controversial statements that contradicted Rachel’s values. Though she had a licensing deal with him, Rachel immediately canceled the collaboration. “It was dangerous misinformation, and people’s human rights are at stake,” she explains. Despite receiving death threats and facing a media backlash, Rachel stood firm. “It was 100% the right thing to do.”
The Evolution from Vampire to Phoenix Rising
Contrary to what some might think, the rebranding from Vampire Cosmetics to Phoenix Rising wasn’t triggered by the Alice Cooper controversy. Rachel, who is autistic, describes how the vampire community she was once part of became toxic and unsafe.
“The gothic community was where I found acceptance as a teenager, but predators knew how to exploit that vulnerability,” she shares. Her experiences led to legal battles and a need to distance herself from negative associations. The rebrand symbolized a fresh start. “Phoenix Rising is about resilience. We rise from the ashes and keep going,” Rachel says, embodying the ethos of her brand.
Ethical, Vegan, and Talc-Free Products
Rachel’s commitment to cruelty-free and vegan cosmetics dates back to 2011, long before it was mainstream. “I’m not vegan myself,” she admits. “I live in Louisiana; we eat a lot of seafood. But there’s no reason to harm animals for makeup. It’s supposed to be fun, not essential.”
Phoenix Rising has also led the way in using talc-free formulas, prioritizing safety and ethical sourcing. “We were talc-free before it became standard. Many big brands are just now catching up,” she notes.
Rachel’s goal is to create products that make people feel good about themselves. “The beauty industry often sells insecurity. We’re here to sell joy and self-expression.” Her passion for ethical production stems from her teenage years when she discovered Paula Begoun’s Beauty Bible and realized how many industry claims were misleading.
Staying True Amid Industry Pressure
Remaining authentic in a commercialized industry is a challenge Rachel takes head-on. Her brand’s tagline, “One of a kind, just like you,” reflects her dedication to creating makeup that resonates personally with her audience. She even turned down business opportunities, like a partnership with Vampire Vineyards, because they pressured her to stop speaking out in support of Palestine. “It’s a choice,” she says. “As an independent brand, I have the freedom to stand by my values.”
Add Your Heading Text Here
Rachel’s influencer strategy is unconventional. Instead of focusing on big names, Phoenix Rising collaborates with everyday people, especially those from marginalized communities. “Our influencers don’t need to have a huge following. If they’re passionate and authentic, that’s what matters,” she explains. Influencers are given commission codes and are compensated for user-generated content (UGC).
The brand uses these real-life ambassadors to showcase diverse beauty. “We’re not selling to models. We’re selling to real people, so we want our influencers to look like real people,” Rachel emphasizes.
to look like real people
Creating Collections for the Fans, By the Fans
Rachel’s love for fandom culture drives many of Phoenix Rising’s themed collections, like the one inspired by Alien. These collaborations aren’t just financial decisions; they come from a genuine passion for pop culture. “We’re fans ourselves, and we want to make products we’d be excited to buy,” she says.
Working with big franchises often requires tight timelines and specific promotional windows. Despite these constraints, Rachel and her team make sure every product feels special. “Even if it’s paper-based packaging, we make it unique, with Easter eggs for the fans,” she reveals.
Future Plans: Building a Community-Owned Brand
Looking ahead, Rachel has ambitious plans, including opening a cosmetics factory in Louisiana to bring more manufacturing to the U.S. She’s also exploring equity crowdfunding to make Phoenix Rising a community-owned company. “Imagine our fans helping design collections and giving feedback. That’s what we’re aiming for,” she shares.
Rachel’s dream is to involve her community not just as consumers but as stakeholders. “We want to be made by the fans, for the fans,” she affirms.
A True Phoenix Rising
Rachel Clinesmith’s journey with Phoenix Rising is a testament to resilience, integrity, and the power of community. In a beauty world driven by trends and profits, she stands out for her unwavering commitment to ethics and inclusivity. Whether it’s through fighting for human rights or empowering everyday influencers, Rachel is shaping a future where beauty is as diverse and unique as the people who wear it.
Follow Rachel and Phoenix Rising on their journey and become part of a beauty revolution where everyone’s voice matters.
Want to be a guest on the podcast? Message us! 
